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Research and analysis of China's auto industry marketing channels

Author: JiangXiaoDong
Tutor: ZouZhao
School: Capital University of Economics
Course: Business management
Keywords: Automotive industry Marketing channels Empirical Case Study Reverse Thinking
CLC: F426.471
Type: Master's thesis
Year: 2009
Downloads: 859
Quote: 3
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Abstract


With China's accession to the WTO, China's economy has maintained rapid and steady growth to further accelerate the pace of reform and opening up, China's automotive industry is facing a huge historical opportunity, the entire industry to change their thinking, deepen reform, the support of the country's economic and policy achieve a leap forward. Long-term domestic car market is in a slow growth phase in 1997-2000, the consumption was dampened by a large number of customers Chibidaigou. The 2001-2003 auto market blowout, new models has introduced various preferential policies, the market growth rate is the highest ever level, but repressed in 2004 and 2005, consumption potential of draining market demand leveling off new The increase in the number of Chibidaigou by macroeconomic positive in 2006 and 2007, the stock market housing market to stimulate the auto market rebound; while many unfavorable factors show, but the sharp decline in sales in the second half of 2008, but has exposed the contradictions of overcapacity. Well, in the environment of the global recession in 2009, the future of China's auto marketing is how it will develop? Foreign auto overlord have to enter China, at the same time, the homogenization of automotive products gradually strengthen as the models increase, domestic car sales market has completely changed from a seller's to a buyer's market. Traditional channels can not meet the needs of customers customized in this market context, the only marketing channels will give OEMs and distributors differentiated competitive advantage. The so-called \The purpose of this research is the optimization strategy, the marketing channels of the automotive industry and the dealers the ability to enhance the strategy proposed reference to the proposed. Personally felt the process of social practice marketing channels in the negative impact to the automobile manufacturers, combining marketing theory and knowledge to identify the development of effective countermeasures to solve the existing problems of marketing channels as well as the automotive industry marketing channels trend. The research method is a combination of theoretical and empirical methods. Marketing channels is already a problem generally faced with the need to improve the auto companies, the different types of problems according to the automotive industry marketing channels Correspondingly, the empirical case analysis to reveal marketing channels channels relevant interest groups. The innovation of this paper is to: previous studies from the point of view of the car manufacturers to consider how to enhance the channel capacity, and this article through reverse thinking, starting from the dealer's point of view the idea of ??\methods of analysis, from the opposite direction some improvement strategies for the automotive industry marketing channels.

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